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Tilt: Shifting Your Strategy from Products to Customers

3.98  ·  Rating Details ·  65 Ratings  ·  8 Reviews
Shift your strategy downstream.

Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again.

Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper
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Hardcover, 240 pages
Published November 5th 2013 by Harvard Business Review Press (first published October 29th 2013)
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Jason
Nov 14, 2016 Jason rated it really liked it
This book started off really strong but the end of it dragged out a bit for me and it had a hard time capturing my attention through the last few chapters. The concepts are quite sound - the language used in this book is a unique way to talking about creating strategic business value through marketing. It's very applicable for anyone in a sales/marketing role.
Jose Papo
Nov 29, 2013 Jose Papo rated it it was amazing
A vey good read. It shows that product and process innovation is not the only way to innovate and have a competitive advantage. It gives many good examples and tools to think about different value propositions. The one I found to be the most interesting is the one related to marketplace information and customer data aggregation. Basically, using Big Data to give better information to customers and solving their problems in a much better way.
Daniel Craig
May 16, 2015 Daniel Craig rated it really liked it
This brought a clearer perspective to what most businesses know. make customers return, make profit. brilliantly crafted and has shifted my perspective on customer engagement. it will make you sense the power you and your employees hold for your company's future. that being said, there are not many, "ah ha!" moments in this one. just extraordinary examples and ways to implement this into your business.
Filip Rublev
Sep 15, 2014 Filip Rublev rated it it was amazing
Excellent book!! I suspect many markets would be happy if their top management took interest in the book :-) The book’s site positions the book as a “A Powerful Antidote to Product-centricity” – and it is so wonderfully correct.
Kevin Grubb
Apr 03, 2016 Kevin Grubb rated it really liked it
Interesting perspectives on the role of branding and added-value downstream, and definitely a good primer for someone who sits outside of marketing. Its examples were good, clear and generally well written.
Rick Yvanovich
Good insights in this. Gave me a lot of new ideas which I now want to try on the company. Important reading for sales and marketing and customer services folks.
Piotr
Apr 14, 2015 Piotr rated it liked it
Quite a good book. Upstream/downstream differentiation concept nothing new but examples are worth reading.
Madhu
Jan 09, 2014 Madhu rated it really liked it
Shelves: finished
Must read for beginners interested in marketing. Eyeopener and myth buster for staunch believers of 'product based success' of firms.
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